Wednesday, March 22, 2017

An in-depth look at the influence of fans—society’s alpha consumers—on our lives and culture.

As fandom sheds its longtime stigmas of geekiness and hysteria, fans are demanding more from the celebrities and brands they love. Digital tools have given organizations—from traditional businesses to tech startups—direct, real-time access to their most devoted consumers, and it’s easy to forget that this access flows both ways. This is the new “fandom-based economy”: a convergence of brand owner and brand consumer. Fan pressures hold more clout than ever before as audiences demand a say in shaping the future of the things they love.

In Superfandom, Zoe Fraade-Blanar and Aaron M. Glazer explain this new era of symbiosis. For producers, it can mean a golden opportunity: brands such as Polaroid and Surge, preserved by the passion of a handful of nostalgic fans, can now count on an articulate, creative, and, above all, loyal audience. Yet, the new economy has its own risks—it’s also easier than ever for companies to lose their audience’s trust, as Valve did when it tried to introduce a paid mod system for its Skyrim video game.

Examining key cases that span a wide range of consumer markets, Fraade-Blanar and Glazer explain why some kinds of engagement with fans succeed and some backfire. Throughout, the authors probe fandom’s history, sociology, and psychology. From the nineteenth-century American Alice Drake, who bribed her way into the houses of her favorite European composers, to Hatsune Miku, the Japanese virtual celebrity whose songs are composed entirely by fans, the dynamics of fandom—the activities we perform to show we belong to a group of people with common interests—may be as old as culture itself.

For groupies of financier Warren Buffet and enthusiasts of Cards Against Humanity alike, the consumer relationship has been transformed. Superfandom is an essential guide for those who care about, contribute to, and live in our rapidly expanding fan-driven economy.

Giveaway!

Books à la Mode is giving away one print copy of Superfandom—yay!To enter, all you have to do is tell me in the comments below:

What are you a super ultra geek-level fan of?

Please make your comment MEANINGFUL. Comments solely consisting of stock responses or irrelevant fluff like "Thanks for the giveaway!" will not be considered for entry. The authors and I really want to hear from you guys! :)Books OBVIOUSLY. I've also been known to develop obsessions over super soapy television shows (ahem The Vampire Diaries and Scandal!)

Don't forget the entry eligibility terms and conditions!

Sponsored wholly by the publicist—a huge thank you to the lovely folks over at Goldberg McDuffie!

Giveaway ends April 5th at 11.59 PM (your time).

Open to US residents only—sorry, everyone else! Please check my sidebar for a list of currently running giveaways that are open worldwide. There are plenty to choose from!

Void where prohibited.

Winners have 48 hours to claim their prize once they are chosen, or else their winnings will be forfeited.Although I do randomly select winners, I am in no way responsible for prizes, nor for shipping and handling.

As a reminder, you donothave to follow my blog to enter, though it is always very much appreciated ❤